Coordinating customers and proactive suppliers: A case study of supplier collaboration in product development

Abstract This case study aims at increasing our understanding of what factors are critical for successful supplier collaboration, and shed light on the complexity of collaboration. The research was performed as in-depth case studies of the product development collaboration between a Swedish auto manufacturer and five of its most important system suppliers. The empirical evidence is based on 36 personal interviews and four group interviews with representatives both from the auto manufacturer and from the five suppliers. The results indicate that reality is often more complex and multifaceted than has been illustrated in previous research. The suppliers’ internal organization of product development and production and their co-operation with other manufacturers and suppliers were found to be of crucial importance. Further, both auto manufacturers and suppliers will need to adapt to new roles when suppliers are involved in the product development process.